We were lucky to catch up with Emmanuel Larbi recently and have shared our conversation below.

Alright, Emmanuel thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The genesis of Akra emerged from a sense of confinement and marginalization experienced with our inaugural establishment, “Accra Girls,” a Ghanaian restaurant that commenced operations in 2017. After three years of catering predominantly to the Ghanaian and Worcester communities, we felt constrained in various dimensions. Initially, we sensed that our offering, authentic Ghanaian cuisine, possessed an inherent appeal beyond the Ghanaian demographic. While grateful for our existing customer base, we aspired to extend our culinary experience to a more diverse audience.

Secondly, we recognized a lack of widespread adoption of African cuisine and sought to be a catalyst for change. Our overarching goal was to bring the diverse flavors of Africa to a global audience, and we believed that food could serve as the medium to achieve this. Lastly, we perceived a need for healing within our community, and to initiate crucial conversations, we envisioned bringing people together around a common table.

With these aspirations in mind, the decision to establish a second restaurant, “Akra,” was made. The name choice was deliberate – a blend of familiarity and novelty. We altered the traditional spelling by substituting the two ‘c’s with a ‘K,’ inviting the inevitable question, “What is this?” We anticipated that while most Africans and some non-Africans might recognize Accra, the capital of Ghana, the altered spelling would prompt curiosity and intrigue, fostering a shared community of the inquisitive.

Our strategy extended beyond mere nomenclature. We sought to educate a broader population about African cuisine and address pertinent issues concerning health, convenience, diversity, and culture. To bridge the gap between West African traditions and the western world’s fast-casual dining approach, we coined it as “the fusion of the wests.” This innovative approach enabled us to connect with a more diverse audience, given their familiarity with the fast-casual model.

The journey didn’t end with the conceptualization; we committed ourselves to enlightening consumers about African food, its rich flavors, and unique ingredients. Leveraging great interactions and exceptional customer service, we effectively conveyed our message. Akra became more than a restaurant; it evolved into a platform for cultural exchange, community building, and the celebration of the diverse tapestry of African cuisine.

Emmanuel, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Allow me to paint a more detailed portrait of my journey, providing insight into the various facets that have shaped my identity and professional philosophy. Born in Ghana and nurtured in Worcester, my educational narrative unfolds through experiences in both public and private schools. This diverse educational background not only broadened my academic horizons but also cultivated friendships with individuals from around the globe, fostering a worldview that cherishes diversity of thought and perspective.

My academic focus predominantly gravitated towards the sciences, fueled by an early ambition to become a physician. Post-college life at Assumption University ushered me into the realms of ophthalmology and cancer research, where the imperative of service became a defining aspect of my professional identity. Serving patients and their loved ones in a clinical setting instilled in me a profound understanding of the human aspect of healthcare.

While my formal education laid the groundwork for my career, my formative years were shaped by the backdrop of a single-parent household. My mother, navigating life in a foreign country after the untimely loss of her husband, emerged as a beacon of resilience. Her ability to confront and solve financial challenges, coupled with an entrepreneurial spirit, served as a source of inspiration, endowing me with the grit, wit, and entrepreneurial mindset that guide my endeavors today.

In essence, I am an individual with a distinctive perspective on the world, informed by a confluence of diverse experiences. Rather than viewing life’s challenges as insurmountable obstacles, I approach them as opportunities for creative problem-solving, grounded in an entrepreneurial spirit. This mindset transcends my professional ventures and brand-building efforts, underscoring a steadfast commitment to be of service, ideate from empathy, and approach challenges with a compassionate spirit to craft solutions that resonate on a deeper level.

Can you talk to us about how your funded your business?

Securing funding for the business proved to be a formidable challenge. Although our initial projection to launch Akra was $150,000, I relied on a combination of personal savings, contributions from my mother, and the resourcefulness to convince one of my aunts to allow the use of her credit card. Despite efforts to secure investor capital, we encountered challenges and found ourselves turning inward to our family network.

In an unexpected turn, a mentor we had pitched to, despite lacking knowledge about African cuisine, bestowed a generous gift of $12,000. This act highlighted the significance of personal belief, emphasizing that investors may not always resonate with the product but might invest in the individuals behind it. This experience underscored the value of building trust and relationships.

Facing financial constraints, we adopted a creative approach to manage the remaining funds. Strategic scaling back on certain startup necessities, leveraging relationships for lines of credit to acquire equipment, and exploring innovative financing methods became integral to our resourceful financial strategy. This journey illuminated the importance of adaptability and ingenuity when navigating the intricate landscape of business funding.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

One of the books that changed my entrepreneurial mindset was “crossing the chasm”. The book highlights strategies to help you understand the life cycle of your idea, how to create a niche market and the important things to consider when trying to appeal to the majority.

Contact Info:

• Instagram: @akraeatery
• Facebook: Akra Eatery
• Yelp: https://m.yelp.com/biz/%C4%81kra-eatery-and-juice-bar-worcester

Image Credits
IG:akraeatery